A proposed methodological framework for the effectiveness of advertising campaigns for the Egyptian tourist destination

Document Type : Original Article

Authors

1 Faculty of tourism

2 Faculty of Tourism & Hotels, Suez Canal University, Ismailia, Egypt.

3 Tourism studies department,Faculty of tourism and hotel managementm, Suez canal University,Ismailia, Egypt

4 كلية السياحة والفننادق - الاسماعيلية -جامعة قناة السويس

Abstract

Tourism advertising campaigns play an important role in defining the markets with the tourist destination, relying on the appropriate promotional means that suit the type of tourist market and the segments present in it, according to the characteristics of each segment according to the level of education, gender, and age. The most important forms of communication for influence, persuasion, and dissemination of ideas and information for the effectiveness of these campaigns, so the purpose of advertising campaigns is to draw the attention of prospective tourists to the service and activate the demand for it. The current study relies on the descriptive analytical approach by reviewing the theoretical studies related to the subject of the study, as well as conducting the field study through the survey method, where a number of 135 survey forms were distributed to workers in the Egyptian General Authority for Tourism Activation, Ministry of Tourism employees and workers specialized in propaganda campaigns, in order to identify The data received from the 110 valid forms for statistical analysis were analyzed using the Statistical Packages for Social Sciences (SPSS) program to reach the results of the study. The study concluded that advertising campaigns play an effective role in the tourism movement of the tourist destination. Based on the extracted results, a set of recommendations have been developed, most notably the necessity of a good choice of advertising means that suit the tourist market,

Keywords

Files

Share

How to cite

Statistics